BRAND

Frénéhard & Michaux

CLIENT Frénéhard & Michaux

TRADE Construction works

PROJECT BRAND

TARGET Craftsmen, distributors, engi-neers, coworkerss

EXPERTISE Branding

MARKET Europe

BRAND

Frénéhard & Michaux

CLIENT Frénéhard & Michaux

TRADE Construction works

PROJECT Brand

TARGET Craftsmen, distributors, engi-neers, coworkers

EXPERTISE Branding

MARKET Europe

Need

Frénéhard & Michaux is a family owned manufacturer of metal accessories for construction works. The aging core brand was loosely associated with a few satellite brands. The management team therefore asked bb&b for a complete overhaul of the brand architecture and the company’s communication. While still in the beginning of the branding process, Frénéhard & Michaux surprisingly acquired Tubesca-Comabi, a company two times its own size and running several sub-brands on its own. The rebranding of the entire company with now more than 1.000 employees obviously became a matter of utmost urgency at this point.

Approach

We have performed a thorough analysis of the brand’s economic environment and culture via a management workshop. Different ideas for the new brand architecture were developed and discussed. Finally, a branded house architecture was adopted for a dozen masterbrands, each of which uses an identical symbol and typeface, whilst preserving historic brand names. The solution creates a strong and immediate “brand family” perception across all masterbrands. As part of the branding process, bb&b conceived the baseline “Trust at Height”. It emphasizes the common denominator of all of the group’s entities: accessories and tools for working at heights.

Implementation

bb&b developed the entire branding scheme, the logotypes for each masterbrand and the corresponding design rules, applicable for all masterbrands. In a further step, bb&b designed communication materials, 3D illustrations, several web sites and product packagings.

Results

The delivery of a complete re-branding, well synchronized with the acquisition process of Tubesca-Comabi, enabled Fré-néhard & Michaux to efficiently communicate its enlarged indus-trial project and scope. The branding scheme received a warm welcome by all subsidiar-ies and thus contributed to the post-acquisition integration pro-cess.